_.tIt. ,.. ; .. . · 0 . '\ . 0 0 '.r .. ,. THE TALK OF THE TOWN J.V otes and Comment N OTE ON THE END OF AN ER.-\ (MAYBE): The Roger & Gal- let COlnpany has put out a lip- stick called Just Red. N OTE ON GEOMETRY IN TRADE: The Honest Square candy bar, sold by drugstores hereabouts, llleasures one inch by four. N OTE OF CALMNESS IN A DISOR- DERED WORLD: Chalked up on a brick wall in the Village, we observed the following sentÏtnent: "Before get- ting Inad at people, Bruno should have a reason for it-that is, if he has any character at all." T HE advertising game reached a new pinnacle last week when the House of Seagraln (Fine Whiskies Since 1857) suddenly turned against liquor in a fit of disgust. Seagralll bought a six- colulnn newspaper ad to congratulate Ray Milland on his performance in "The Lost Weekend" and to sound a solemn warning that some men should not drink. (They didn't actually nalne us, but we kno\v who they Ineant) Well, Seagram is right, we shouldn't drink; but anyway, we at least need no longer be in any doubt what whiskey we shouldn't drink. Hence- forth, when not drinking, we shall be careful to not drink Seagram's (Fine Since 1857). causes the distiller to jump up frOln his chair and turn on his own child in a deliriulll of righteous anger. But the ad- vertising art is always equal to such difficult occasions and manages to ele- vate the subject to the very highest level of hUlnan behavior. The thing about ad vertIsing is it is essentially sÜnple; in advertising, it doesn't Inake any par- ticular difference how you start or what you say. For exaillple, we were llluch im pressed, not long ago, with two ad- joining whiskey ads in this magazine, because they were doing the same thing in such utterly different ways. One was a Calvert's ad which recolnillended whiskey by showing a lllan in the act of drinking SOlne, and the other was a \Vhite Horse ad which recommended whiskey by showing a horse letting the stuff alone. They seemed equally effec- tive to us, and we could hardly wait till five o'clock. H A VING attended Mr. LaGuardia's last broadcast as Mayor, we thought we would watch hitll take off as a Inere radio COlnlnentator. A good lllany of our journalistic colleagues had the same notion, and when we arrived at the Aillerican Broadcasting Com- pan) , s headquarters in Radio City, the l 7 v/ yv---> T HE uneasiness of distillers is a constant disturbance in the business world. A Inaker of fine whiskey, or even a maker of lousy whiskey, is haunted by the spectre of alcoholislTI and by the kno,vledge that SOlne o ne, sOlllewhere, is prob- ably drinking the wonderful elixir too fast and will shortly go out like ,a light. This uneasiness from tÏtlle to tilne becolnes unbearable and place was swarlning with reporters. Also on hand was a platoon of A.B.C. publicity lllen, who kept assuring every- body that Mr. LaGuardia's relations with the press were going to be a lot Inore cordial than they had been dur- ing his days as Mayor. "He'll give a press conference right after the broad- cast," one of these gentlelnen told us brightly . "Not like the old days, eh?" "I'll believe it when I see it," a U.P. man observed. "It's all been arranged," the publicist said. "It's in the bag. Now, will everybody go to Studio 8A and listen to the broadcast? The Mayor will be in Studio 8E, but he doesn't want anybody around when he's on." Per- versely separating ourself frolll the crowd, we went up to Studio 8E to have a look at Fiorello. In an anterOOlll we found Morris Novik, who used to be the director of WNYC and who now serves as LaGuardia's radio producer, having an earnest conversation with Mark Woods, the president of A.B.C., and Robert Kintner, a vice-president. "He's nervous," Mr. N ovik was saying in an agitated Inanner. "Can't we get him SOllle lllusic? Music always caltns hitn down. Any kind of Inusic." Mr. Woods and Mr. Kintner shook their heads. "Can't you even get a slnall portable set and tune in on sOlnething for him? " askeu Mr. N ovik. Mr . Woods and Mr. Kintner shook their heads again. "0 h, God," said- Mr. N ovik dis- mally, and walked into the studio. Through the open door we could see Mr. LaGuardia seated at a table, his lllanuscript lying before hiln, gaz- ing gloolnily at the ceiling. Sitting op- posite him was an A.B.C. lllan with a stopwatch in his hand. "Would you read the last paragraph of the Inanu- script, so I can titlle it?" the lllan asked. Mr. LaGuardia lowered his glasses frolll the top of his head to the bridge of his nose and peered at hiln. "Before all these people?" he pro- tested, glancing at the engIneers in